Description
At the end of January, Swedish-founded legal AI pioneer Legora stepped into the spotlight as a partner to golf star Ludvig Åberg in a widely talked-about logo stunt. Now, together with NoA Åkestam Holst, they’re taking the next step in the partnership — by letting Ludvig step aside. Instead, the focus shifts to Legora’s true counterpart in the world of golf.
Legora, recently valued at $5.5 billion, is an AI platform built to do the heavy lifting behind the scenes — analysing information, organising material and streamlining legal work — so lawyers can focus on strategy, advice and client relationships. In other words: Legora is to lawyers what caddies are to golfers.
“Great golfers rely on great caddies. They don’t take the shot for you, but they make sure you have the right information to hit the right shot,” says Stuart Shingler, VP Marketing at Legora. “That’s why we’re putting Joe front and center.”
Joe Skovron is one of the most accomplished caddies on tour, with five PGA Tour wins to his name. Since becoming Åberg’s caddie in early 2024, the pair have already claimed victory at The Genesis Invitational 2025.
The campaign, “The Man Behind the Man,” launches during the season’s first major, the Masters Tournament at Augusta National, across NBC, Golf Channel, CNBC and out-of-home placements around the course and the city’s airport.
Developed by Stockholm agency NoA Åkestam Holst and directed by Anders Jedenfors, the campaign highlights the role Legora plays for lawyers — an audience that, more often than not, can also be found on the golf course.
This professional campaign titled 'The Man Behind the Man' was published in Sweden in April, 2026. It was created for the brand: Legora, by ad agency: Åkestam Holst NoA. This Film medium campaign is related to the Electronic Devices and Electronics, Technology industries and contains 4 media assets. It was submitted 14 minutes ago.
